By taking the Durex Official Account on Sina Weibo as an example, this essay aims to combine a political economy of communications approach with a cultural studies approach to uncover the phenomena of user labor and its articulation with the subjectivity construction oriented to consumerism in corporate marketing in Chinese social media. Combining content analysis with in-depth interviews, the essay argues that user labor has the dual characteristics of "free to give" and "free to be exploited": due to the convenience provided by technologies, when social media users create meanings for themselves in the field of media consumption, they also tend to valorize to different extent for the platform providers and the corporate accounts. On the other hand, the single economic claims and the complex mediascapes in contemporary China have been forming and shaping the subjectivity construction that is oriented toward consumerism. Furthermore, this subjectivity construction constitutes an important impetus for the phenomenon of digital labor among Chinese social media users, such that it has, as it were, become a compulsory action in their everyday life.